STRATEGIC MARKETING PRACTICE, A PANACEA FOR ACHIEVING GREATHER ORGANIZATION PERFORMANCE IN NIGERIA TELECOMMUNICATION INDUSTRIES
Abstract
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This paper examined the impact of strategic marketing on the organization performance in the Nigerian Telecommunication Industries. survey research methodology was adopted for the study. Two hypotheses were formulated from the statement of research problem. Analysis of Variance and Pearson Product Moment Correlation Analysis statistical tools were used in testing the hypotheses. The results show that strategic marketing has significant influence on the organizational performance and that certain factors like environmental forces, leadership, realistic goal, competitor strategy significantly influences adoption of strategic marketing practice. based on the finding it is therefore recommended that every organization need to monitor its environment continually so as to build the business, develop appropriate strategic that would move them forward, improve ways of creating products/services and develops new and existing markets with a view to offer better services to the customers of the Orgnisations. Actions and reactions of the competitor must be study by any industry so that appropriate marketing strategy can be applied as a key determinant of success.
Key words: strategic marketing, market orientation, organization capabilities, performance
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